Leisure brand Semir joins hands with PPS Internet TV to happily follow the trend

online video marketing refers to: enterprises or organizations use a variety of network videos, such as scientific videos, educational videos, corporate videos and other networks to publish corporate information. The display of enterprise products, various marketing activities, and various organizations use network video to release information through various network media to convey to the target customers, so as to publicize the products and services of the enterprise. establish a good brand image in the hearts of consumers, so as to finally achieve the marketing purpose of the enterprise.

entering the Internet era, many new marketing methods appear in our lives. Video marketing as one of them, so far, has been able to make full use of the characteristics of video forms, the integration of patch advertising, brand areas, theme collection, implanted advertising and other forms to create a comprehensive interactive marketing program. Compared with other marketing methods, video marketing not only has more diverse forms of advertising, but also has the characteristics of viral marketing. Good videos can spread horizontally between audiences without relying on media promotion, spread by the spread of the virus, and the price is relatively low.

some clothing brands have been fully aware of the advantages of video marketing and began to use it to promote the brand. In 2005, & ldquo; Super Girl & rdquo; became the most concerned entertainment marketing topic. & ldquo;2009 Happy Girl & rdquo; has become a hit with the help of online video. Video marketing has become the most concerned topic of entertainment marketing. Mdash;—— Samar, a well-known domestic clothing brand, seized this opportunity, holding hands with the official website of PPS Internet TV, which exclusively named and bought out all the advertising resources of ldquo;2009 Happy Girl & rdquo; on the PPS platform.

Xu Weijun, deputy general manager of Senma brand, believes that the core of video marketing is to deeply understand consumers' online consumption habits and make a continuous innovation around this habit.

strong > keep up with consumer psychology / strong >

strong > find the right brand fit / strong >

strong > / strong > Xu Weijun said that the reason why he chose to cooperate with PPS is that & ldquo; Happy Girl & rdquo; is one of the most popular entertainment programs among teenagers in 2009, and its program spirit is highly consistent with Sima's brand image. Sima's cooperation makes his brand image combine well with the hot spots concerned by today's young people. In addition, PPS is one of the three major online viewing platforms, and it is also the most widely used Internet TV platform among young people. There are a large number of potential consumers of brands hidden among many netizens.

before the formal implementation of this video marketing campaign, Sima conducted an in-depth survey on consumers' living habits and the characteristics of many online platforms. after long-term observation, it is found that most of the target consumers of the brand are young people between the ages of 16 and 25. According to the analysis of the viewing habits of teenagers, this group really spends little time watching TV and pays attention to their favorite TV programs by downloading or watching online.

what kind of website, what channel, and what way is the most acceptable channel for them has become the problem that Samar needs to solve next. Through a special internal survey, it is found that PPS is one of the three major online viewing tools and one of the most widely used Internet TV platforms among young people. In addition, among the online marketing partners of several major websites working with & ldquo; Happy Girls & rdquo;, PPS is the only one with exclusive video rights for happy girls, which is not only the first to provide competition resources, but also the richest platform for video resources.

Happy Girl draft itself as a trend event, its & ldquo; can sing if you want, and I am the loudest & rdquo; 's program slogan coincides with the Samar clothing & ldquo; is not afraid of you to show & rdquo; 's annual communication theme happens to coincide. And Senma's brand image and publicity creativity are very consistent with the positive and confident spirit advocated by happy girls, which is more conducive to the acceptance of users.

has a large audience, rich video resources, clean advertising environment and brand image in line with the spirit of the program, these irreplaceable advantages have greatly increased consumers' deep participation in this video marketing campaign.

Xu Weijun said: & ldquo; this video advertisement was launched from June when the fast girl entered the top ten finals to the end of the championship. The delivery mode of video advertising is mainly in the form of patch advertising and buffer advertising. The reason for choosing these two ways is that in the online world, the contact between netizens and brands is an interactive process dominated by netizens, whether it is browsing the web, posting or searching, netizens have a strong active participation. This requires that the advertising mode of the brand is more in line with the behavior of consumers and pay more attention to the natural connection between the brand and users.

before partnering with & ldquo; Happy Girl & rdquo;, Samar had already tried video marketing with Youku and Tudou. Youth drama & ldquo; who is in charge of my youth? when rdquo; premiered on two video websites, Sema exclusively named all its advertising resources. & ldquo; because our consumers have a better chance of getting information from the Internet, the premiere of Samar's new advertising film also chose the online video platform at that time, and the premiere of the ad on TV was even two weeks later than on the Internet. & rdquo; Xu Weijun said.

in & ldquo; who is in charge of my Youth & after the broadcast of rdquo;, Senma invited the relevant companies to do a third-party evaluation and research. In addition to the participation of a third party, there is also an online survey on advertising on the video website. In addition, Youku and other video sites also provide Sema with a third-party data as an ex post evaluation. & from the three aspects of ldquo;, this video marketing has achieved very good results. It is precisely because of this successful attempt that we feel that promoting the brand through online video is a successful experience that can be used for reference, so we have this cooperation with PPS. & rdquo;

Xu Weijun especially emphasized that ldquo; enterprises should pay attention to choosing channels consistent with their own brand target audience when choosing brand marketing methods. & lsquo; who is in charge of my youth & rsquo; and & lsquo; Happy Girls & the audience of rsquo; is mostly young people, similar to the age of the target consumer group of Samar. But if it is the elderly clothing brands want to use video marketing to promote it should be particularly cautious. & rdquo;

strong > Innovation in many aspects / strong >

strong > establish brand reputation / strong >

strong > / strong > before Senma held hands with PPS, he had tried to use QQ Show for brand marketing, selected more than 100 million QQ users with young and fashionable people as the main body of publicity, and launched Samar clothing QQ Show, so that netizens can experience the beauty, fashion and beautiful feeling brought by Samar through personal choice. This is also an innovative move at that time, and achieved very good results.

this bold attempt of video marketing is also part of Sema's creative marketing. Xu Weijun said: & ldquo; our next task is to find ways to deepen Samar's favor and loyalty in the eyes of consumers, which requires the whole marketing campaign to be based on innovation. Today's consumers receive a large amount of information every day, how to make our brand information stand out in a large number of information to attract consumers' attention is the most important. Brand advertising creativity, presentation, communication with the target consumer groups, all of these aspects need innovation. Although our cooperation with PPS is an innovation, we will face greater challenges and try some more creative ways of cooperation in the future. & rdquo;

as a brand, the most important thing is to know how to make good use of these influential, emerging and creative marketing methods. Sema has been working hard on this road of innovation, already has a certain popularity of the Sema brand, in the next stage of the goal is to better establish a brand reputation.

& the revision of the ldquo; Samar official website is a concrete manifestation of putting the goal into practice. As one of the most important corporate image promotion platform, the website has helped the brand to establish a good popularity for a long time in the past. However, in the long-term development process of the enterprise, it is also undergoing some changes. Therefore, based on these changes, redesign a website that is more in line with the concept of Samar, and present to consumers a more in-depth brand connotation, bring consumers a new image, has become a problem that Samar must face. & rdquo; Xu Weijun said & ldquo; this will also be part of our innovation attempt. Of course, innovation may be successful or fail, which requires us to learn quickly to make up for it. & rdquo;

when talking about the future development prospects, Xu Weijun said: & ldquo; We hope to do better in integrated marketing in the next step. in addition to the launch of the media, the most important thing is the combination of stores, products and media delivery, so as to create a more consistent consumer experience for consumers and enrich the content of the brand. The network plays a very important role in people's life, and it is also a very important medium and contact point. While clothing is more of a trend consumption, the traditional media interpretation of the trend is often not as accurate and in-depth as the online media. As one of the steps of the network marketing strategy, Sema will also consider doing its own e-commerce platform in the future. as a growing company, the first thing to do is to make people see that they are making continuous progress. this is a process of long-term accumulation and requires the continuous efforts of the Samar people.